How Can Innovation Serve the Farmer?

We’ve heard from the consumer, and they want transparency, personalized nutrition, and super crops. They wanted sustainability too, but farmers don’t seem to be getting paid for being sustainable. Why should they expect that consumers will pay for these benefits? If farmers aren’t getting paid for it, what incentive do they have to change? Does a marketplace develop where they find opportunities to grow new crops? Can fragmentation lead to de-commoditization? Transparency requires technology. But which technology wins? Is it technology that delivers transparency, or is it technology that helps the farmer lower the cost of their supply chain and deliver transparency too?